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Applying the Theory of Planned Behavior to Examine Pro-Environmental Behavior: The Moderating Effect of COVID-19 Beliefs

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  • Caterina Lucarelli

    (Department of Management, Università Politecnica Delle Marche, Piazzale R. Martelli 8, 60121 Ancona, Italy)

  • Camilla Mazzoli

    (Department of Management, Università Politecnica Delle Marche, Piazzale R. Martelli 8, 60121 Ancona, Italy)

  • Sabrina Severini

    (Department of Management, Università Politecnica Delle Marche, Piazzale R. Martelli 8, 60121 Ancona, Italy)

Abstract

The COVID-19 pandemic and climate change issues present evident interdependencies which justify the spread of connected beliefs. We examine possible changes in individuals’ pro-environmental behavior in light of this pandemic, using the Theory of Planned Behavior (TPB) framework. A questionnaire survey was submitted to the same sample of individuals, before and during the pandemic. Our evidence, based on Partial Least Squares Structural Equation Modeling (PLS-SEM), shows that the COVID-19 pandemic has not led to a weakening in TPB construct relationships, or in related Pro-Environmental Behavior (PEB). Conversely, through our Partial Least Squares-Multi-Group Analysis (PLS-MGA), we show that individuals with greater awareness of interdependencies between the COVID-19 and climate change exhibit both higher Intention and reinforced Pro-Environmental Behaviors. This finding reveals interesting policy implications in terms of innovative behavioral drivers that should be employed to steer public support towards climate-oriented initiatives.

Suggested Citation

  • Caterina Lucarelli & Camilla Mazzoli & Sabrina Severini, 2020. "Applying the Theory of Planned Behavior to Examine Pro-Environmental Behavior: The Moderating Effect of COVID-19 Beliefs," Sustainability, MDPI, vol. 12(24), pages 1-17, December.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:24:p:10556-:d:463615
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    3. Rickie Mae Gaspar & Yogi Tri Prasetyo & Klint Allen Mariñas & Satria Fadil Persada & Reny Nadlifatin, 2023. "Exploring Consumers’ Intention to Use Bikes and E-Scooters during the COVID-19 Pandemic in the Philippines: An Extended Theory of Planned Behavior Approach with a Consideration of Pro-Environmental Id," Sustainability, MDPI, vol. 15(6), pages 1-16, March.
    4. Srisathan, Wutthiya A. & Naruetharadhol, Phaninee, 2022. "A COVID-19 disruption: The great acceleration of digitally planned and transformed behaviors in Thailand," Technology in Society, Elsevier, vol. 68(C).
    5. Liobikienė, Genovaitė & Matiiuk, Yuliia & Krikštolaitis, Ričardas, 2023. "The concern about main crises such as the Covid-19 pandemic, the war in Ukraine, and climate change's impact on energy-saving behavior," Energy Policy, Elsevier, vol. 180(C).
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    7. Hynes, Stephen & Armstrong, Claire W. & Xuan, Bui Bich & Ankamah-Yeboah, Isaac & Simpson, Katherine & Tinch, Robert & Ressurreição, Adriana, 2021. "Have environmental preferences and willingness to pay remained stable before and during the global Covid-19 shock?," Ecological Economics, Elsevier, vol. 189(C).
    8. Sun, Ying & Leng, Ke & Xiong, Haitao, 2022. "Research on the influencing factors of consumers’ green purchase behavior in the post-pandemic era," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
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